New Downtown Jewelry Store Opens to Rave Reviews

The space at 82 E. 3rd Ave. in downtown used to be the site of a beloved but aging jewelry store.

Many were sad when the old store, R & R Jewelers, finally closed its doors.

However, for Peninsula native Paul Appelblom, a sad ending became a dream come true - for the site has been given new life through his brand new business, .

"I got to come in and renovate the old space, and it's just been fantastic," Appelblom told Patch. "It couldn't have been a more perfect location. And, the community has been wonderful, especially in embracing the history of the store, so I'm thrilled to be here, for sure."

Apelblom has been open just a few short months in the newly-renovated digs at 82 E. 3rd, but the store is quickly earning a name for itself as a beautiful, friendly and affordable jewelry store for San Mateo.

Appelblom, who grew up with his family in the Menlo Park and San Carlos areas, brings many years of experience in the jewelry industry, both in retail and wholesale, to his new store.

After working for a few years in Hawaii, Appelblom is happy to carry a beautiful selection of pearls, from Tahitian to freshwater to gold.

He also carries many other precious gems such as topaz and amethyst. However, the "crown jewel" of the store's collection, as it were, is its selection of fine diamonds, bridal and engagement jewelry.

However, the staff at Appelblom's strongly emphasizes, their prices are not out of reach for any pocketbook.

"Our pieces are very nice, and yes, some are expensive, but we really have a wide selection of prices," said sales associate Alison Polite. "You definitely don't have to spend thousands to find something in here."

For example, Polite explained that the store carries a wide selection of sterling silver jewelry, with many pieces under $100.

"So really, we have something for everyone," she said. "Whether you're getting married and need a beautiful engagement or wedding ring, or whether you just want a nice gift for an anniversary, birthday, graduation, Mother's Day, or anything like that."

The store also offers consignment services, for those looking to sell their jewelry.

All in all, as people learn about Appelblom Jewelry Co., business is getting better and better, say both Polite and Appelblom.

"Without a doubt, business is steadily improving every single day," Appelblom said. "We've been getting such positive and rave reviews for the look, the ambience; when people walk in, they're thrilled to see that it's come back to life, and that it has such a comfortable atmosphere."

"Positive" and "rave" are definitely two words to describe the many five-star reviews the store has already earned on its Yelp.com page, since opening. In addition to praising the fine pieces of jewelry the store carries, customers have nothing but nice things to say about how helpful and friendly Appelblom and his staff are, and how nice the store looks.

Appelblom says, he hopes everyone will come and see for themselves.

"I really want people to come down and see that there's a young new business owner that has the community's best interest in mind," he said. "We offer real quality work and craftsmanship, and our customer service is beyond the best. It's without a doubt a wonderful place to come experience."

"People are going to love it, and there's many reasons to come in and check it out, and share in my enthusiasm."

Appelblom Jewelry Store is located at 82 E. 3rd Ave. in San Mateo. Call 650-685-8000 or visit www.appelblom.com/.

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